Our key focus over the last few years has been the creation and management of online communities that enable us to generate insight in new ways. One area where we’ve been using communities to great effect is developing communications and product ideas. It’s something we’re passionate about doing, and it’s led us to develop our own community-based approach to creative and product development.
“It used to be that when you bought a product, that was the end of the relationship. It’s classic marketing,” says Stefan Olander, vice president of Nike. “Great, you bought the product, see you in a year when the next campaign comes along.”
Facebook’s Paul Adams says marketers need to work out what’s appropriate for new mediums, rather than overlaying the rules of yesteryear. Speaking at Cannes Lions this year, the global head of brand design said marketers have historically been poor at adopting new mediums, and the digital revolution has been no different.
Former president Bill Clinton filled the auditorium at the Palais de Festivals, home to the Cannes Lions Festival of Creativity. His mission was to inspire an audience of communications specialists to be a positive force for change.
‘Ideas worth interacting with, need insights that inspire action’ says Naked Communications. Their argument is that in order to create campaigns that people actually want to interact with, ideas need to be stronger. This in turn means that the role of insight is more important than it has ever been, with the company looking towards insight communities and other new insight approaches to help them generate and develop these ‘big ideas’ before campaigns are launched.
On the final day of Cannes there was an inspirational speech from two creative heavyweights, Sir John Hegarty of BBH and Dan Wieden of Wieden & Kennedy.
The speech was a whistle-stop tour of some of their best campaigns from the last 30 years, including work for Levi’s, Xbox, Nike and Old Spice, to name a few.
Wieden went on to present his recent Old Spice campaign paying particular attention to the bit where the hero character reacts directly to messages via social media and creates personalised video responses. Hegarty stated that this was exactly the type of freedom that creatives need in their work: the ability to react without having to research their ideas.
It’s clear that research – or “f*****g research” as it was referred to more than once on stage – is still perceived as the enemy of the creative industry.